McKesson Patient Relationship Solutions honored for Lap-Band campaign

SCOTTSDALE, Ariz. — McKesson Patient Relationship Solutions earned top honors for patient compliance and adherence programs in both the 2012 Medical Marketing and Media Awards and the PM360 Trailblazer Awards, the company announced Thursday. 

MPRS was honored with a Medical Marketing and Media Award for the company's Lap-Band Behavioral Call Campaign on behalf of Ogilvy Healthworld. The MM&M Awards are a premier industry event that annually recognizes creativity and marketing effectiveness in health care.  

The Lap-Band Behavioral Call Campaign also recently won the PM360 Trailblazer Award for the Best Direct Marketing to Patient Campaign. McKesson’s LEO Quality Care Program was selected as a finalist for the Best Persistence Campaign Award. Selected by the PM360 editorial board from more than 800 award applications, finalists represent the most forward-thinking leadership of their fields, McKesson noted. 

“We are very pleased that the Lap-Band program was recognized for its creative innovation and proven results by both PM360 and MM&M,” stated Peggy Yelinek, VP and general manager, MPRS. “This continues to validate the importance of personalized conversations that result in meaningful patient interactions to help patients be more engaged with their health.” 

The Lap-Band campaign focused on consumers who had requested initial information about the weight-loss procedure, but had not responded to invitations to attend an informational seminar. Taking the leads generated through DTC efforts, McKesson developed an outreach solution designed to maximize conversion opportunities through live behavioral calls to help guide the consumer through the decision process.